Moroccan extra virgin olive oil brand vows to make category great again

At a time when there is such growing interest in healthy food and healthy eating, we feel thatretailers, particularly supermarkets, have completely misread consumer priorities and expectations when it comes to extra virgin olive oil.

Motivated by volume and low pricing, they have totally failed to recognise genuine, high quality extra virgin olive oils as the original superfood. High quality extra virgin olive oil tastes great, has stood the test of time and now has all of the scientific evidence to support its health enhancing properties.

The behaviour of the producers in traditional EU countries where mislabelling of sources, adulteration and downright fraud is commonplace has attributed to the negative stance being taken by some supermarkets. It is not so much that there are not standards, it’s the fact producers and retailers are ignoring these standards and currently getting away with it. This means the consumer is being palmed off with second and third rate (rubbish) product masquerading as extra virgin olive oil.

That is why Morocco Gold (launched in UK in January 2018) is leading the way in re-establishing consumer trust and confidence. From an entirely new source, untainted by EU producer behaviour, it sets a new standard for authenticity, traceability and the guarantee of extra virgin quality. Uniquely, it includes the results of its annual harvest testing on each and every bottle so that customers can see at a glance the quality of oil they are getting.

It also tastes great. The oil is produced from the Picholine Marocaine cultivar. This gives Morocco Gold its distinctive green fruitiness, hints of sweet almonds, fresh turf and a hint of herbs. It has the distinctive ‘pepperiness’ of a fine extra virgin olive oil giving Morocco Gold a clean, well balanced finish.

Extra virgin olive oil from the Picholine Marocaine is also characterized by its high concentration of polyphenols. This gives Morocco Gold its oxidative stability that not only extends shelf-life but also provides the health enhancing properties associated with high quality extra virgin olive oils. The European Food Safety Agency has now approved health claims for extra virgin olive oils with a polyphenol content of more than 250mg / kg. Our latest test results show polyphenol levels well above this level.

Morocco Gold is now available in leading retailers such as Fortnum & Mason and Partridges of London. It is available for sale directly to trade (now) and consumers (from August) from its website: www.morocco-gold

At Morocco Gold we want to make the extra virgin olive oil sector great again.